Dead Pointe Shoes Society has been living in my head — and honestly, in my heart — for a few years before it ever became real.
I didn’t come to the ballet world as a dancer myself, but I found my place in it in just about every other way possible. For nearly 14 years, I’ve been immersed in this world as a dance mom, a lover of the arts in all its forms, a branding and marketing partner for a ballet academy, and the kind of backstage volunteer who quietly falls in love with the chaos, the discipline, and the magic that happens behind the curtain.
Professionally, I’ve spent my career as a designer, creative director, and brand strategist — working across Silicon Valley tech companies, creative agencies, and consulting with brands to bring their stories to life. My work has taken me places I’m incredibly proud of, from collaborations with the San Francisco Opera to licensing partnerships with companies like American Greetings and Snapfish. I’ve built brands before — but this one is different.
Dead Pointe Shoes Society isn’t just another brand to me. It’s one of the most personal things I’ve ever created. It’s my love letter to the ballet world — the dancers, the families, the teachers, the backstage crew, and the entire community that understands what it really takes to get to that moment under the lights and right before the curtain opens.
This brand is for all of us who know that behind every beautiful performance is grit, sacrifice, and a whole lot of heart.
Welcome to Dead Pointe Shoes Society!
Merde, always.
— Cathe
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Photo credits: Sunsprite Studios, CHS
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